Advertisements of the same type appearing together are called classified advertisements. For example, recruitment is a category, and matchmaking is a category. It has the characteristics of short space, low cost, clear classification, convenient search and strong service. Because classified advertisements contain a lot of information and are closely related to people's lives, most readers are likely to take the initiative to read them. Except classified advertisements, other advertisements are called industrial and commercial advertisements.
For DM newspapers operating in county-level markets, it is the most direct and effective way to increase the number of classified advertisements to improve their popularity, influence, practicality, readability and the effect of industrial and commercial advertisements.
However, classified advertisements are widely distributed, with large industry span, geographical dispersion, time-consuming and laborious, and their economic benefits are far less than those of industrial and commercial advertisements. As a DM operation, on the one hand, I know its importance, on the other hand, I know that it can't make any money, half is seawater and half is flame, which is a headache. What is even more depressing is that the company has also made great efforts to grasp it, and the salesman has also done his best. The amount of classified advertisements still can't go up, and the influence of DM newspapers has never been effectively improved.
If we calculate the size of a classified advertisement by 4CM*2CM, then a full-page quarto newspaper can hold 96 pieces of information. Judging from the demand for classified advertisements in a county with a population of 100,000, it is estimated that a full page of information must be met. But if this job is operated by DM company according to the arrangement of salesman, then a salesman, with all his strength and overtime, may not be able to complete a whole page. Moreover, the profit created by the classified advertisements completed by the salesman is not enough for his own salary. More importantly, due to the information content of classified advertisements, the influence of DM newspapers will be difficult to improve, and the commercial advertising effect of DM newspapers will be reduced, leading to the loss of advertisers. In this way, we lose not only profits, but also opportunities for survival.
In the management of classified advertisements, the DM newspaper of Guangxi Nanguo advertisement also took many detours in the early stage. Fortunately, after hard exploration, we finally found a classified advertisement suitable for the county-level market: in a suitable position in the county, we cooperated with small vendors to set up a classified advertisement publishing point and give the profits of classified advertisements to small vendors.
Maybe friends will wonder why they only look for vendors. In fact, the reason is very simple, because small vendors care about the profits of classified advertisements, and their motivation is money. In addition, every issue of DM newspaper has a publishing point for classified advertisements. After a long time, customers who need to publish will find their own doors easily and will not affect their current business. At the same time, the publishing point is also the free reading point of DM newspaper. Because DM newspapers can also help them make money, they will do a good job of reading for free. And publish classified advertisements; People who want to read DM newspaper will also increase the popularity of his shop. With popularity, things in the store will definitely sell better than before.
Geographically speaking, although the county seat in Guangxi is small, it takes an hour to walk to the company from remote places or other places in the county seat. If the customer just wants to publish a classified advertisement, it is likely to give up because of inconvenient transportation. However, the emergence of classified advertising spots all over the county now allows customers to walk a few hundred meters at most. Although the education level of small traders is not high, the content of classified advertisements is very simple. As long as the company gives them simple training, they are fully qualified. Their experience, their connections and their desire to make money far exceed those dull salesmen in the company. Once you taste the sweetness, these characteristics of small vendors are very suitable for classified advertising business without any professional knowledge.
The salesman's job is to communicate with them more and deepen their feelings. Then get the advertising content and RMB back to the company at each publishing point before the deadline.
From the above analysis, it is clear to us that the profits of classified advertisements seem to have been earned by small traders, and we have given up the profits. However, after the establishment of classified advertising publishing points, the comprehensive benefits brought far exceed that profit, which will make us live safer and get more profits.